The Sweet Shop director, Nick Kelley, who filmed the campaign, commented, “A lot of us are in there somewhere. I love how the main character pokes a little hole in the beer myth and accidentally kicks open the floodgates for everyone else.”

“The campaign shows that beer isn’t everything that it’s cracked up to be. It has been bloating our bellies and making our breath bad for far too long,” Dettrick added.

Beam Suntory marketing manager, Tiffany Madsen, stated, “We know beer is synonymous with Australian culture, however Canadian Club’s success shows there is something in challenging the conventional wisdom of beer. When we’re given permission not to choose beer, it’s strangely liberating. We’re not suggesting Australians stop drinking beer, but rather reconsider their love affair with the liquid.”